Behind IHG Rewards Club’s New Top-Tier Membership Program
Photo Credit: IHG has restructured its entire IHG Rewards Club to make it more easy to join and understand. InterContinental Hotels Group
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IHG is building out its Rewards Club loyalty program with more experiential rewards for its very best customers and more quick reward options for those who are ambivalent about loyalty structures.
InterContinental Hotels Group (IHG) is launching a new top-tier membership category this month for its IHG Rewards Club loyalty program called “Spire Elite.”
Officially announced this morning, Spire Elite is the latest enhancement to the IHG Rewards Club, which has evolved significantly since April. It is designed to expand the loyalty program beyond a frequency-based points system to what IHG representatives are calling a loyalty brand experience with a clubby social aspect to be shared among like-minded frequent travelers.
We spoke with Lara Hernandez, VP of digital, loyalty & partner marketing Americas for IHG, last month at the James Beard House restaurant in Manhattan. IHG was hosting a private dinner for 100 of its most loyal guests, many of whom will move up into the Spire Elite category, as a way to show their appreciation to their best customers. The Beard dinner is the kind of reward experience that IHG is developing to create a m
